The Basic Needs brand guidelines offer an overview of the framework via which you can design new products and visuals.
The collections shown are publicly accessible for usage. Please adhere to the brand book in order to ensure that all assets and visual aesthetics are kept consistent. Be sure to comply with all usage guidelines.
The logo is considered a combination mark. It consists of a wordmark and a symbol.
The main concept of the logo is to present Basic Needs as a secure and generative brand. The logo consists of two elements which are moving perpetually around. Together they create constant interaction.
Color
There are many versions of the Basic Needs logo: multicolor, black, red, and white.
Always choose the version of the logo that is proper for the background to ensure appropriate contrast and legibility.
Clear space and minimum size
When you’re using the logo with other graphic elements, make sure you give it some space to breathe.
The minimum size of the logo for screen application is 24 px. In print it is 0.393 in or 10 mm.
Logo background
There are three background colors that can be used with the logo: brand black, clear black and clear white. Always use these backgrounds when using multicolor logos.
Never show the Basic Needs logo on backgrounds of other colors.
Usage on photography
Always use such background colors for black and white logo versions to ensure appropriate contrast and legibility.
The Basic Needs logo should be carefully placed on a complex background like photography. Always place on clear and simple backgrounds with plenty of contrast for legibility. Avoid placing on busy or complex backgrounds or images to keep the logo as legible as possible.
For images with a light background, we suggest applying a 40-70% black tint to the entire image to maintain legibility of the white logo.
Misuse
Do not lock up with copy, headlines, or logos
Do not apply outlines
Do not fill with unallowed colors and patterns
Do not contain in a shape
Do not add drop or inner shadows, special effects
Do not change the symbol
Do not skew, rotate or stretch
Do not add elements
Do not use as a watermark. Always use at 100% opacity
Color & pattern
Using the logo to design the background as a separate large element is allowed.
In our corporate identity, we use the following background colors - brand black and white. In addition, both options can be decorated with a pattern in brand blue light gradient or white with opacity 5-20%.
Never use backgrounds and patterns of other colors.
Make sure that the pattern harmoniously complements and balances the composition of objects with content. Using the pattern should not overload the content and reduce the readability of the text.
Structure
The logo is considered a combination mark. It consists of a wordmark and a symbol.
The main concept of the logo is to present Basic Needs as a secure and generative brand. The logo consists of two elements which are moving perpetually around. Together they create constant interaction.
